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Demon lobbies for lobby ads

Gamers who consider their purgatorial stay in the lobby prior to a multiplayer match a welcome respite from the steady siren call of Burger King may soon experience a whopper of a disappointment. Networking provider DemonWare is touting a solution for delivering personalized advertisements to any game lobby. It's not clear if the product will be aimed at consoles, PCs or both -- or how it squares with Xbox Live -- but DW's current networking customers include Activision, Codemasters, Eidos, Ubisoft, THQ and Sega. Of course, the revenue will be used only to create better games and improve the online experience, or so the champions of progress would have us believe.

Are lobby ads a form of in-game advertising you can live with, or should we send this demonic idea back to hell before it starts clogging up our consoles?